Below is a list of all entries in the 2013 Crystal Awards competition:
Campaigns
A1 Community Relations
Business and Industry
Entry Title: JBTS Alliance/Energy Speaks Initiative
Organization: Just Beneath the Surface/IOGA WV
Principal Agency: Charles Ryan Associates
Summary: The oil and natural gas industry supports tens of thousands of West Virginia jobs and
contributes to statewide development through tax revenues. A comprehensive communications
campaign called the Just Beneath the Surface Alliance was created to help improve the perception of the
industry and deliver factual information to the public through education, awareness, advocacy and
public outreach efforts. Today, 34 supporting partners comprising nearly 2,500 members make up the
Alliance. The oil and natural gas industry now has a strong presence with a unified voice and is
supported by a strong business and community support system.
Honorable Mention
Entry Title: Subway Wounded Warrior PR
Organization: Subway Restaurants
Principal Agency: The Arnold Agency
Summary: The Arnold Agency recognized that Morgantown resident Jamie Summerlin, who gained
notoriety for his 100-day run across America, was a great local example of the healthy active lifestyle
that agency client SUBWAY® Restaurants promotes. They executed a highly successful statewide media
tour leading up to Veteran’s Day in 2012 where Summerlin raised awareness to benefit the Wounded
Warrior Project and where SUBWAY® made a donation of $111,112 (matching the date of 11/11/12) to
the project.
Not for Profit
Honorable Mention
Entry Title: WVSeniorCare.com
Organization: West Virginia Health Care Association
Summary:WVSeniorCare.com is the first website of its kind that explains health care options for West
Virginia seniors. This website consolidates senior care information, presents a simple description of the
health care options available, and provides links to websites with in-depth information. The website
features three categories: in-home services, health care facilities and communities, and pharmacies and
medical equipment. WVSeniorCare.com helps seniors and families make informed health care decisions
for themselves or their loved ones.
Entry Title: We Recycle Campaign
Organization: Wood County Solid Waste Authority
Principal Agency: Stonewall
Summary: The Wood County Solid Waste Authority engaged Stonewall Marketing to build awareness of
the organization’s efforts to help residents understand the benefits of recycling. The primary audience
was young adults/children. A website was launched in Sept. 2012. Word of mouth has played a large
role in generating over 25,500 hits; nearly 10,000 page views and over 1,000 site visits
(www.woodcountyrecycles.com). The first instructional video on how to dispose of paint was written/
produced by students.
Crystal Award
Entry Title: West Virginia State Energy Plan Public Meetings
Organization: West Virginia Dept. of Commerce
Summary: West Virginia Commerce planned and executed three public meetings that helped shape the
state’s energy plan, along with a website for comments and concerns. Energy issues can often stir
emotions and anger, but the meetings were controlled and collaborative events between researchers
and the public. This was the result of months of organization to make sure every detail was addressed
ahead of time and in such a way to serve everyone’s best interests.
Pro Bono
Crystal Award
Entry Title: LIGHTING THE WAY FOR EDUCATION
Organization: MOUNTAINEER MONTESSORI SCHOOL
Summary: Mountaineer Montessori School offers one of most rich and rigorous academic programs in
the state. Following a leadership transition, MMS implemented an aggressive, multi-platform outreach
and branding campaign to inspire innovation in education, build school pride and stabilize enrollment
and funding. With less than $10,000 and implemented more than 95% by volunteers, the 10-month
campaign helped increase: school tours by 75%; non-tuition revenue by an estimated 300%; and
Facebook Likes by more than 400%. We’re feeling good!
Political and Issue Management
Crystal Award
Entry Title: Marcellus Good for Us
Organization: Energize WV and America’s Natural Gas Alliance
Principal Agency: Rainmaker
Summary: Working with America’s Natural Gas Alliance (ANGA) and the Board of Directors of Energize
WV, our agency put together a 2012 community relations plan. We conducted focus groups and polling
to develop strategy and messaging. We produced educational materials and a brand for this campaign.
We then held community meetings along with paid media, earned media and social media to
communicate to our target audience – people who live near West Virginia’s drilling boom.
Student
Entry Title: Bethany Life
Organization: Bethany College Chapter, PRSSA
Summary: It seems that everyone has the same lifestyles and does the same thing, with the same goals
in a little town in the rolling hills of Bethany West Virginia. The Bethany Life was created to help uncover
the differences. The Bethany Life is a Bethany College Television (Comcast channel 14) exclusive that is
completely student run. In order to get the word out about the show, a week long campaign was
implemented a week prior to the launch of the show.
Crystal Award
Entry Title: Buy Local Fairmont Awareness Campaign
Organization: City of Fairmont
Principal Agency: WVU Public Relations Campaigns course
Summary: The student-produced, community-relations-based Buy Local Fairmont campaign was
conducted in Dr. Rita Colistra’s Public Relations Campaigns course. Six PR seniors worked throughout the
spring 2012 semester to raise awareness of the importance and economic value of shopping at local
businesses, rather than making purchases in other communities. The campaign used an integrated
approach that involved extensive media coverage, social media efforts, the city’s first Buy Local Day and
various promotional materials with key campaign messages.
Entry Title: Feel the Love - Outreach to the WVSU Community
Organization: West Virginia State University Student Entry
Summary: A week or so before Valentine’s Day of 2012, the release of the George Lucas film, Red Tails,
offered the WVSU PRSSA & Tower Communication an opportunity to publicize two of its Tuskegee
Airmen alumni: George "Spanky" Roberts and Mac Ross (the character portrayed by actor Cuba Gooding
was based in part on the life of Roberts) and a DVD interview of Mr. Young, a WWII Bombardier who had
been safely escorted by “The Tuskegees,” as he called them. The copy of the DVD was sent out as a
Valentine gift to the WVSU Retirees to notify them of the Red Tail opening and solicit scholarship funds.
The project’s cost was $89.00 which brought in $700 for scholarships.
Honorable Mention
Entry Title: “Questions” Campaign (to benefit RVCDS)
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: The “Questions” PR campaign to benefit River Valley Child Development Services researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—was a community relations campaign designed to build and strengthen relationships
between the client and target publics from throughout the community. In addition to the relationships
built, the campaign created additional awareness and raised funds for RVCDS through a major trivia
event and a number of promotional tactics leading up to it.
A2 Crisis Communications
Business and Industry
BEST IN WEST VIRGINIA
Crystal Award
Entry Title: Super Derecho, Power Outages and Service Restoration
Organization: Appalachian Power
Summary: A major summer storm moved across Appalachian Power’s area causing the greatest power
outage and service restoration effort the company has experienced. The storm caused 573,000
customers to lose electricity. As the storm and restoration efforts continued for 14 days, corporate
communications responded by consistently communicating with customers using a variety of media
from traditional to social, all of which were effective in the effort.
Not for Profit
Crystal Award
Entry Title: The Derecho and The Greenbrier Classic
Organization: Greenbrier County Convention & Visitors Bureau
Principal Agency: Charles Ryan Associates’
Summary: Just 48 hours before the start of the nationally anticipated PGA Tour golf event at The
Greenbrier, the region was hit with a Derecho rain storm, causing mass electrical outages and significant
damage. Media representatives across the country needed to be kept abreast of the situation and
understand the Greenbrier Classic would go on as planned. In spite of the force of nature, due to the
Greenbrier County Convention & Visitors Bureau and Charles Ryan Associates’ strategic planning and
quick action, the event went off without a hitch.
Pro Bono
Crystal Award
Entry Title: NEW DAWN, NEW DAY AND WE’RE FEELING GOOD
Organization: MOUNTAINEER MONTESSORI SCHOOL
Summary: Mountaineer Montessori School offers one of most rich and rigorous academic programs in
the state. Following a leadership transition, MMS implemented an aggressive, multi-platform outreach
and branding campaign to inspire innovation in education, build school pride and stabilize enrollment
and funding. With less than $10,000 and implemented more than 95% by volunteers, the 10-month
campaign helped increase: school tours by 75%; non-tuition revenue by an estimated 300%; and
Facebook Likes by more than 400%. We’re feeling good!
A3 External Communications
Business and Industry
Entry Title: BrickStreet "Safety First"
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: BrickStreet Mutual Insurance is a leading provider of workers’ compensation insurance
coverage in the Mid-Atlantic region. For a new campaign, the company wanted to take a more proactive
stance on workplace injuries and illnesses. Utilizing a different creative approach – that of highlighting
childhood situations to evoke thoughts of workplace safety – imagery focused on children growing up in
one of two situations: being overprotected by a parent or showing early tendencies to be safe and keep
others around them safe as well.
Crystal Award
Entry Title: IGS CNG Fueling Stations
Organization: IGS Energy-West Virginia
Principal Agency: The Manahan Group
Summary: IGS Energy hired The Manahan Group to coordinate the announcement of four compressed
natural gas fueling stations that the company planned to construct in West Virginia and Pennsylvania.
This comment from the client said it all: “Wow, where do I begin? Today’s pressers were nothing short
of outstanding – a real home run. From our first conference call to today’s conference in Bridgeport,
you’ve continually demonstrated professionalism and the ability to deliver outstanding results. I’m sure I
speak for our management team and for our shareholders when I say thanks for a job well done!”
Entry Title: Mardi Gras "Bad Day, Great Night"
Organization: Mardi Gras Casino & Resort
Principal Agency: Charles Ryan Associates
Summary: With the opening of several Ohio casinos creating an increase in regional competition in
2012, the playing field for gambling entertainment in West Virginia and across the region was in a state
of flux. The “Bad Day, Great Night” campaign was initiated in keeping a positive top-of-mind awareness
for Mardi Gras Casino & Resort in the region by highlighting all of the entertainment opportunities
available at the facility. Although not yet complete, current results show high interest – especially in the
$5,000 giveaway promotion coordinated with the campaign.
Not for Profit
Entry Title: The Rebuilding of Fairmont State University’s Recruitment Communication Plan
Organization: Fairmont State University’s
Summary: Following the launch of Fairmont State University’s most comprehensive marketing
campaign, “be First,” the University continued its separation from Pierpont Community & Technical
College. As a result, the University’s Recruitment Communication Plan needed to be rebuilt and
expanded. As the 2012-2013 recruitment cycle winds down, FSU has communicated its branding
messages more clearly and frequently with prospective students than ever before, and a solid
communication plan is in place for 2013-2014.
Honorable Mention
Entry Title: WVCTCS Federal Opportunities Seminar
Organization: West Virginia Community & Technical College System
Principal Agency: The Arnold Agency
Summary: When federal earmarks on appropriations bills in the US Congress were discontinued, it
became more challenging than ever for institutions of higher learning to find funding. The Arnold
Agency knows this territory well and worked to develop an orientation program for new clients. They
were retained by the West Virginia Community and Technical College System to develop a federal
opportunities seminar customized to their needs; and used this innovative approach to “bring the
federal government together in one room”– with great success.
Entry Title: Visit Southern WV CVB Marketing Campaign
Organization: Southern West Virginia Convention and Visitor's Bureau
Principal Agency: Stonewall
Summary: Visit West Virginia Convention & Visitors Bureau introduced a new, highly success marketing
campaign in 2012 to meet the needs and interests of general visitors, niche markets, and Boy Scout
families preparing to visit the region in 2013. Individual inquiries were up 15% from 2011 and the
bureau distributed 8% more visitor guides in 2012 compared to 2011.
Entry Title: TAMARACK: The Best of West Virginia Conference Center Sales Kit
Organization: Tamarack
Principal Agency: Stonewall
Summary: TAMARACK: The Best of West Virginia asked Stonewall Marketing to refresh its group
tour/conference center materials. A comprehensive sales kit was developed with components that
served a broad audience, yet had interchangeable parts to address key audiences. Since the center
began using the kit, group tours and wedding/reception bookings have risen slightly since July 2012. The
center is looking forward to celebrating a decade of success in 2013.
Crystal Award
Entry Title: WV EDGE B2B Strategy
Organization: West Virginia Dept. of Commerce
Summary: With a mission to promote West Virginia as a exemplary place for business to executives and
entrepeneurs, the West Virginia Development Office (WVDO) launched a multi-channel business-tobusiness communication strategy in 2012. The WV EDGE strategy includes:
A glossy magazine, printed twice a year and mailed to top executives, An iPad-friendly multimedia eBook
version, A monthly email newsletter promoting business expansion and
Ongoing social media support.
Political and Issue Management
Crystal Award
Entry Title: Paid Media External Communications
Organization: Energize WV
Principal Agency: Rainmaker
Summary: West Virginia is experiencing a natural gas drilling boom. Our agency utilized successful
messages and strategy from our polling and focus group research to produce this media campaign. For
the radio campaign, we enlisted Hollywood actor and proven voice talent John Corbett. For our mail
campaign, we used a technology called lenticular printing in which the image on the front of the mail
piece morphed into a second image.
A4 Integrated Communications
Not for Profit
Entry Title: EarnMoreWV Career Awareness Campaign
Organization: West Virginia Dept. of Commerce
Summary: EarnMoreWV – Middle-skill Career Awareness Campaign
The Mountain State needs more talent to retain our businesses, attract new ones and grow our
economy. Therefore, this important community relations campaign was jointly sponsored by three State
agencies: The Community and Technical College System of West Virginia (WVCTCS), the West Virginia
Development Office and WorkForce West Virginia. EarnMoreWV was an awareness campaign promoting
West Virginia’s in-demand manufacturing careers and the two-year training programs that can help
students get them.
Entry Title: Just Imagine Admissions Campaign
Organization: Ohio Valley University
Principal Agency: Stonewall
Summary: Ohio Valley University tasked Stonewall with providing a strategic plan to build qualified
enrollment leads. A theme was developed – Just Imagine – and a short film was produced telling a
compelling and inspiring message of OVU. From July 2012 – January 2013 there have been 1,706 visits to
the site to view the film and request information. Enrollment inquiries year-to-date in fiscal 2013 have
increased by 51% over fiscal year 2012 and applications are up 24%.
Entry Title: Remember Who You Are” Campaign
Organization: Montana Tobacco Use Prevention Program
Principal Agency: The Arnold Agency
Summary: The Arnold Agency and the Montana Tobacco Use Prevention Program teamed up to reach
out to American Indians about tobacco use. They comprise 8% of Montana’s total population with
tobacco usage rates that are nearly triple those of non-American Indian populations. By conducting
focus groups first, they were able to create very targeted messages for the campaign. Hugely successful,
the Montana Quit Line enrolled 896 American Indian callers, up from 617 in combined 2009 and 2010.
Entry Title: Ski The Valley Campaign
Organization: Tucker County Convention and Visitor's Bureau
Principal Agency: Stonewall
Summary: The Tucker County CVB and Stonewall Marketing deemed the seasonal Ski The Valley
Campaign a success. The campaign’s microsite garnered more than 6,000 unique visitors between
November 2012 and February 2013 and the Tucker County ski resorts experienced record numbers
thanks to great weather and collaborative marketing efforts. The microsite was awarded an AVA Digital
Award for design in early 2013.
Entry Title: Travel South Showcase 2014 campaign
Organization: Charleston Visitors and Convention Bureau
Principal Agency: Charles Ryan Associates
Summary: Travel South USA is the oldest and largest regional tourism organization in the United States.
Each year, Travel South USA produces two separate showcases each year, designed and tailored to
increase tourism business in the Southern region of the United States. For the first time in Showcase
history, Travel South Showcase will be hosted in Charleston, West Virginia in 2014. In order to promote
this great opportunity, a variety of materials were created and utilized to communicate the location of
the upcoming event.
Honorable Mention
Entry Title: West Virginia Center for End-of-Life Care Campaign
Organization: West Virginia Center for End-of-Life
Principal Agency: The Manahan Group
Summary: The West Virginia Center for End-of-Life Care has a simple but vitally important goal: to
ensure people have their wishes respected and pain controlled at the end of life. The Manahan Group
works with the Center to achieve this objective through a combination of paid and earned media
directed at both individual residents and health care professionals.Recently, the Center conducted a
survey to gauge its progress over the past three years. Compared to 2010, the number of people filling
out a Living Will, Medical Power of Attorney, or both, has increased significantly, as has the awareness
of the West Virginia Center for End-of-Life Care.
Crystal Award
Entry Title: Integrated Marketing Communications Plan For Student Recruitment
Organization: West Virginia University Institute of Technology
Summary: Facing an increasingly competitive market and declining enrollment, WVU Tech prepared an
integrated marketing communications plan to support the institution’s recruitment goals. The
recruitment communications campaign, which was based on national recruitment trends and internal
market research, included multiple components – publications, direct mail, website, social media,
displays, and advertisements – all of which were created in-house. At the time of submission, Tech’s
recruitment numbers are indicating substantial increases over the previous year.
Pro Bono
Crystal Award
Entry Title: REBRAND AND REBOOT
Organization: MOUNTAINEER MONTESSORI SCHOOL:
Summary: Mountaineer Montessori School offers one of most rich and rigorous academic programs in
the state. Following a leadership transition, MMS implemented an aggressive, multi-platform outreach
and branding campaign to inspire innovation in education, build school pride and stabilize enrollment
and funding. With less than $10,000 and implemented more than 95% by volunteers, the 10-month
campaign helped increase: school tours by 75%; non-tuition revenue by an estimated 300%; and
Facebook Likes by more than 400%. We’re feeling good!
Entry Title: Running for Wounded Warrior Campaign
Organization: Jamie Summerlin
Principal Agency: Charles Ryan Associates
Summary: The Running for Wounded Warrior project was created by Mr. Jamie Summerlin with the
intent to raise awareness and dollars for our nation’s Veterans. He was intent to help people, raise
awareness and truly exert change. For this project, Mr. Summerlin set out to run across the United
States, that’s right 3,452 miles, in a mere 100 days. He was, quite frankly, Jamie Summerlin was a man
on a mission.
Political and Issue Management
Crystal Award
Entry Title: Marcellus Good for Us
Organization: Energize WV and America’s Natural Gas Alliance
Principal Agency: Rainmaker
Summary: Working with America’s Natural Gas Alliance (ANGA) and the Board of Directors of Energize
WV, our agency put together an integrated communications campaign. We conducted focus groups and
polling to develop strategy and messaging. We produced educational materials and a brand. We then
held community meetings along with paid media, earned media and social media to communicate to our
target audiences – people who live near drilling as well as decision makers in West Virginia.
Honorable Mention
Entry Title: Allen Loughry for Supreme Court
Organization: Allen Loughry for Supreme Court
Principal Agency: The Manahan Group
Summary: While Allen Loughry had been around politics his whole life, he had never run for office. His
first venture into campaign politics pitted him against two millionaires and a candidate who had run for
the same statewide office previously and missed out by only a few thousand votes. In the end, Loughry
would be outspent three to one by two of his challengers, but would win a seat on the court through a
savvy strategy that involved consistent public and media relations tactics, memorable TV ads, and a
media placement plan that built momentum through Early Voting to Election Day.
A5 Internal Communications
Business and Industry
Honorable Mention
Entry Title: Back to the Future
Organization: Columbia Pipeline Group
Summary: When the leadership at NiSource Gas Transmission & Storage decided to change the company
name to Columbia Pipeline Group, the employees were the first to hear this exciting news. The company
was going back to its roots by using the Columbia name, again. The new name was communicated
through various mediums to employees, including face-to-face meetings with the CEO, a mass email
announcement, news stories on the Intranet site, and promotional items given to employees.
Not for Profit
Honorable Mention
Entry Title: IOGA News
Organization: Independent Oil and Gas Association of West Virginia
Principal Agency: Homestead Communications
Summary: In 2012, Homestead Communications had goals for IOGA News of increasing editorial content
by 10%, assisting in membership recruitment and maintaining a financial breakeven position, given the
increased expense of moving to a full color publication and maintaining 2010 advertising rates. All goals
were met with editorial content increasing by over 10%, membership increasing by 11.6% and new
publication revenue increasing by 25.1% against budget. Based on content, membership and financial
results, Homestead Communications exceeded the goals set for IOGA News.
Entry Title: InDEPth
Organization: West Virginia Department of Environmental Protection
Summary: InDEPth is the premier monthly newsletter for the West Virginia Department of
Environmental Protection. With colorful photos and informative articles, it offers the employees a snapshot of the ever-changing agency that is their “home away from home.” It is distributed via e-mail to the
employees and posted on the DEP Web site. Usually six to 10 pages, it is enjoyable, educational, and
well-worth reading.
A6 Social Media
Political and Issue Management
Entry Title: Maloney Baloney Social Media Campaign
Organization: Stay the Course West Virginia
Principal Agency: Rainmaker
Summary: This social media campaign targets likely voters who are not traditional viewers of television.
We utilized humor in order to soften the attack created by a negative ad which could alienate voters.
Incorporating animation and video of the candidate, our agency created an effective online ad that was
hosted on YouTube and our client’s website. Online ads, both animated and static, were developed for
placement on Facebook, online newspapers and Google.
Student
Entry Title: #Goingtoclassanyway campain
Organization: Marshall University Retention Board
Principal Agency: Out Loud Creative, Marshall Universioty
Summary: The Marshall University Retention Board challenged Out Loud Creative to produce a
communications campaign to increase retention by combatting the issue of declining class attendance.
Out Loud’s primary research found students ignored administration-driven messages and other means
of traditional communication. The result was the #goingtoclassanyway campaign. Featuring two pseudoTwitter personalities @GennTweetsMU and @EdTweetsMU, the campaign integrated the concept of
class attendance into the culture of the Marshall University class of 2016.
Crystal Award
Entry Title: Create. Engage. Connect.: Center for Civic Engagement Awareness Campaign
Organization: WVU Center for Civic Engagement
Summary: The student-produced, social-media-based campaign for West Virginia University’s Center for
Civic Engagement was conducted in Dr. Rita Colistra’s Public Relations Campaigns course. Six PR seniors
worked extensively throughout the spring 2012 semester to raise awareness of community service,
service learning and the CCE in general to improve the organization’s efforts in attracting more
participation of both faculty and students. Social media was at the heart of the campaign, which utilized
Facebook, Twitter, Foursquare and YouTube.
A7 Special Events - Seven Days or Less
Business and Industry
Entry Title: Cabela's Grand Opening
Organization: Cabelas
Principal Agency: The Arnold Agency
Summary: In 2012, The Arnold Agency was selected by the world’s foremost outfitter of hunting, fishing
and outdoor gear, Cabela’s, to handle media and public relations activities associated with the Grand
Opening of its Charleston store – only the second in the state. The opening was front page news in all
major statewide newspapers and received coverage from the region’s top television and radio
syndicates. On opening day, more than 3,000 customers waited in line to be the first in the store,
making it the largest opening in Cabela’s history!
Honorable Mention
Entry Title: Renovation Celebration Event
Organization: Charleston Town Center
Principal Agency: Rainmaker
Summary: Charleston Town Center, the area’s largest mall, turns 30 in 2013. Owners invested $7 million
into a renovation. Our marketing team and advertising agency created a one-day celebration for the
renovation that would kick off our 30th anniversary. A new brand identity was created along with public
and VIP receptions to celebrate the new look. A children’s play patch to promote healthy lifestyles was
incorporated into the renovation and generated a myriad of earned media.
Crystal Award
Entry Title: Wheel of Fortune Comes to Mardi Gras Casino & Resort
Organization: Mardi Gras Casino & Resort
Principal Agency: Charles Ryan Associates
Summary: When Wheel of Fortune decided to come to West Virginia to hold auditions for the first time
in the show’s history, CRA capitalized on the opportunity on behalf of Mardi Gras Casino & Resort. End
result? Despite the abnormally frigid weather for late April in West Virginia, more than 3,300 people
attended the two days of auditions, and Mardi Gras was highlighted in nearly $100,000 worth of media
and added value leading up to the event.
Entry Title: SUBWAY® Restaurants Wounded Warrior Project
Organization: SUBWAY® Restaurants
Principal Agency: The Arnold Agency
Summary: The Arnold Agency recognized that Morgantown resident Jamie Summerlin, who gained
notoriety for his 100-day run across America, was a great local example of the healthy active lifestyle
that agency client SUBWAY® Restaurants promotes. They executed a highly successful statewide media
tour leading up to Veteran’s Day in 2012 where Summerlin raised awareness to benefit the Wounded
Warrior Project and where SUBWAY® made a donation of $111,112 (matching the date of 11/11/12) to
the project.
Not for Profit
Honorable Mention
Entry Title: A Venetian Masquerade Affair
Organization: St. Joseph's Hospital & West Virginia Wesleyan
Summary: St. Joseph’s Hospital and West Virginia Wesleyan transported guests back in time to the old
world elegance of Venezia with “A Venetian Masquerade Affair.” Guests were treated to the opulence of
18th century Italia with a decadent feast in the Doges Palace, high stakes in the Ridotto Casino and a
Venetian Masquerade Ball. The Gala exceeded expectations in elegance and monetarily, generating
more than $23,000 over projections.
Entry Title: The Inauguration of FSU President Maria C. Rose
Organization: Fairmont State University
Summary: Fairmont State University is a place where teaching and learning matter and students are the
first priority. Inauguration festivities for the University’s 14th president, Dr. Maria C. Rose, took place
Aug. 24-25, 2012. The Inauguration Planning Committee executed events to reflect the traditions of
Fairmont State and also the personality and values of President Rose. Special touches and multi-purpose
purchases kept the costs down, involved various target audiences and created a memorable and
inspiring event.
Entry Title: 2012 Fairmont State University Fall Campus Visitation Day
Organization: Fairmont State University
Principal Agency: Charles Ryan Associates
Summary: Fairmont State University features an enrollment of about 4,500 students. Twice per year, the
university hosts a Campus Visitation Day, their largest event tailored for prospective students and
families. In 2012, the university wanted to create a more strategic online footprint for the event to
result in a wider reach and a boost in attendance. The media strategy developed was so successful that
the team soon faced a new challenge: the RSVPs were maxing out the limitations of the space and
resources available for the event. In the end, total participation increased by more than 200 percent.
Entry Title: Blue Jean Ball
Organization: Fairmont State University
Summary: Sip hot apple cider on the patio by a campfire among friends, browse the silent auction, enjoy
a delicious southern meal, and dance to a local rockabilly band! The Blue Jean Ball is a fundraising event
to help support the Fairmont State University Annual Fund Campaign. Commonly referred to as the
Fairmont Fund, it’s spent at the discretion of the President and used to support immediate needs to
enhance educational opportunities in programs across campus.
Honorable Mention
Entry Title: Just Beneath the Surface Alliance Energy Rally
Organization: The Independent Oil and Gas Association of West Virginia and the Just Beneath the
Surface Alliance, in conjunction with the American Petroleum Institute (API)
Principal Agency: Charles Ryan Associates
Summary: The Independent Oil and Gas Association of West Virginia and the Just Beneath the Surface
Alliance, in conjunction with the American Petroleum Institute (API), tasked Charles Ryan Associates to
create a large-scale push to drive awareness of the Alliance and support for the industry. Together, they
decided to host a free Energy Rally held at the Appalachian Power Park in Charleston, West Virginia.
Nearly 4,000 attendees enjoyed a number of activities including kids’ games, concerts and the baseball
game – all of which were open and free to the public.
Crystal Award
Entry Title: West Virginia Presents: The Fly Rod Chronicles
Organization: West Virginia Dept. of Commerce
Summary: The West Virginia Department of Commerce had landed the opportunity to be the 2013 title
sponsor for the cable show Fly Rod Fishing with Curtis Fleming. On Jan. 11, 2013, Commerce
Communications was given the task of hooking the interest of media and invitation-only guests to
attend the premiere — in just one week.
Pro Bono
BEST IN WEST VIRGINIA
Crystal Award
Entry Title: Fox Trot for Parkinson’s Research
Organization: The Michael J. Fox Foundation
Principal Agency: The Manahan Group
Summary: In 2010, just before his 50th birthday, Charleston PR and Advertising executive George
Manahan was diagnosed with Parkinson’s disease. He searched the community for support groups or
events that would help him learn more about the disease. He found nothing. A local support group was
discontinued several years earlier and the closest support group was more than an hour away.The event
raised $22,000 for The Michael J. Fox Foundation, $17,000 above the goal. Twenty-one companies
sponsored teams. More than 220 walkers participated in the 5k walk. And, 25 people signed up to
participate in a future support group
Student
Honorable Mention
Entry Title: Nemacolin Woodland Resort “Best Weekend Ever” .
Organization: Bethany College Chapter, PRSSA
Summary: Nemacolin Woodland Resort asked Bethany College to document their “Best Weekend Ever” .
http://www.youtube.com/watch?v=gSS7kg0f8JE). During the weekend, there were select interviews
with Patricia Miller, the co-founder of Vera Bradley, Chris Plummer, and General Manager of NW, and
Michelle Wright, Channel 4 News Anchor of Pittsburgh, Pennsylvania. In the student run interviews, all
commented on the events and the importance of it for the awareness of Breast Cancer.
A8 Special Events - Eight Days or More
Business and Industry
Crystal Award
Entry Title: SMART529 “When I Grow Up” Contest
Organization: West Virginia College Prepaid Tuition and Savings Program Board of Trustees
Principal Agency: The Manahan Group
Summary: In an effort to raise brand awareness and increase the number of accounts opened by parents
with kids in elementary schools, The Manahan Group created a campaign that asked students in
kindergarten through fifth grade, “What do you want to be when you grow up?”The contest proved to
be a success from all standpoints. Overall sales for SMART529 were up 3.5 percent over 2011 and new
accounts increased by 7.5 percent over the previous year. A record number of entries, 3500, were
submitted for the contest and 7,800 inquiries were made for SMART529 materials during the contest
time-period.
Not for Profit
Honorable Mention
Entry Title: It's Girl Scout Cookie Time
Organization: Girl Scouts Black Diamond Council
Principal Agency: The Media Center
Summary: We’ve all heard that familiar refrain, indicating the season for the sale of the cookies so many
of us look forward to each year. But when exactly is that season? Door to door sales are decreasing and
web sales are not yet available to replace – so, the question remained for Girl Scouts of Black Diamond
Council (GSBDC), “How do we let consumers know that cookies are available?”
Entry Title: Take a Veteran to School Day
Organization: West Virginia Cable Telecommunications Association and the National Cable &
Telecommunications Association
Principal Agency: The Arnold Agency
Summary: In honor of Veterans Day, the West Virginia Cable Telecommunications Association and the
National Cable & Telecommunications Association have brought the HISTORY® channel’s “Take a
Veteran to School Day” program to 30 different high schools throughout West Virginia. The Arnold
Agency was pleased to be a part of the 2012 event marking their fifth anniversary. It was a huge success
with 13 schools and nearly 40 veterans participating across the state.
Pro Bono
Entry Title: Running for Wounded Warrior Campaign
Organization: Jamie Summerlin
Principal Agency: Charles Ryan Associates
Summary: The Running for Wounded Warrior project was created by Mr. Jamie Summerlin with the
intent to raise awareness and dollars for our nation’s Veterans. He was intent to help people, raise
awareness and truly exert change. For this project, Mr. Summerlin set out to run across the United
States, that’s right 3,452 miles, in a mere 100 days. He was, quite frankly, Jamie Summerlin was a man
on a mission.
Political and Issue Management
Crystal Award
Entry Title: Balanced Court Initiative Kick-Off Event
Organization: Chafin for Supreme Court
Principal Agency: Rainmaker
Summary: Our client wanted to kick-off a major policy initiative to support her political campaign. We
designed a press kit utilizing elements of the identity and incorporated substantive material to
withstand scrutiny by the legal community. In preparing this kit, we balanced the need for simplicity to
make a complex issue of recusal reform understandable to average voters with the substantive
information required by members of the press.
Projects
B1 Annual Reports
Business and Industry
Crystal Award
Entry Title: BrickStreet 2011 Annual Report
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: As a mutual insurance company, BrickStreet Insurance is required to produce an annual
report to provide the previous year’s financial data. In addition to this, BrickStreet likes to provide
additional information about the company, a summary of the preceding year and, likewise, their vision
for the future. For 2011, BrickStreet charged Charles Ryan Associates (CRA) with writing, designing,
producing and distributing a unique annual report for their policyholders, agents and other interested
parties.
Not for Profit
Entry Title: Governor's Guaranteed Work Force Program
Organization: West Virginia Dept. of Commerce
Summary: To compete globally, West Virginia workers need training in the latest technology. The
Governor’s Guaranteed Work Force Program (GGWFP) helps the labor force upgrade skills and assists
West Virginia companies to remain competitive. The GGWFP annual report showcases the program and
lists companies that have received financial and technical support. The goal of the annual report is to
highlight the GGWFP program and to create a recruitment tool for new or expanding businesses.
Crystal Award
Entry Title: Greenbrier County CVB Annual Report
Organization: Greenbrier County CVB
Principal Agency: Charles Ryan Associates
Summary: After numerous unforgettable events and notable accomplishments throughout the
Greenbrier Valley for Fiscal Year 2011/12, the Greenbrier County Convention & Visitors Bureau and its
agency of record, Charles Ryan Associates, worked to develop an annual report that displayed not only
the fiscal successes, but also the outreach and marketing accomplishments for the area. Utilizing this
report with presentations, the GCCVB received full funding commitment for FY 12/13.
Entry Title: Huntington VA Medical Center 2012 Annual Report
Organization: Huntington VA Medical Center
Summary: The year 2012 marked the 80th anniversary of the Huntington VA Medical Center. The
Medical Center’s 2012 Annual Report was planned to provide a compilation of the facility’s history as
well as the progress and significant advances made during the year. The report includes important
statistical data and accomplishments, as well as a listing of milestones and a pictorial history. The report
is an interesting representation of the facility’s longstanding commitment to America’s heroes.
Entry Title: Annual Report
Organization: West Virginia Association of Counties
Principal Agency: Rainmaker
Summary: The West Virginia Association of Counties (WVACO) represents the interests and goals of
elected county officials throughout the state. The annual report is WVACO’s major member relations
and retention effort. Our agency was hired to produce this annual report to help effectively educate and
inform members about WVACO’s successes and programs to ensure maximum membership retention.
Honorable Mention
Entry Title: WV Dept. of Agriculture 2012 Annual Report
Organization: WV Dept of Agriculture
Summary: The Annual Report is a showcase of the programs and activities of the West Virginia
Department of Agriculture. Rather than a being a recitation of annual activities, the Annual Report
strives to highlight the Department’s outstanding achievements in a colorful, compartmentalized and
easily readable package, while still providing a thorough overview of each Division’s activities.
B2 Audiovisual Presentations
Business and Industry
Crystal Award
Entry Title: We Are BrickStreet
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: BrickStreet wanted a video to begin sales presentations, to serve as a glimpse into the
BrickStreet culture and show the individuals hard at work behind the workers’ compensation insurance
policies. Utilizing a combination of new and existing video, along with key personnel delivering message
points on screen, the “We Are BrickStreet” video does just that. The easy-to-understand video engages
the viewer and communicates important elements of the BrickStreet business philosophy and strategic
vision.
Not for Profit
Honorable Mention
Entry Title: Annual State of Tech Address
Organization: West Virginia University Institute of Technology
Summary: At the annual State of Tech Address, WVU Tech faced enormous apprehension about the
future and relevancy of the university. In celebration of the institution’s student-focused mission, the
Office of Relations & Communications presented student videos in lieu of the traditional audiovisual
presentation. The videos showcased themes ranging from exceptional academic programs, to
supportive faculty and staff, to a sense of belonging – reflecting the university’s mission as seen through
the eyes of the most crucial audience.
Crystal Award
Entry Title: Henderson Hall Plantation Legacy Film
Organization: Henderson Hall Commission
Principal Agency: Stonewall
Summary: The Henderson Hall Commission works to preserve and develop Henderson Hall Plantation in
a way that enhances its history for future generations by showcasing the mansion and its collection of
original furnishings, clothes, and artifacts dating back to the 1700’s. A film was developed to illuminate
the historical significance of the attraction to the broadest possible audiences. A fund raising campaign
utilizing the video in late 2012 attracted a record amount of financial support.
Crystal Award
Entry Title: Hino Motors iPad Ad, YouTube Video Profile
Organization: West Virginia Dept. of Commerce
Summary: Governor Earl Ray Tomblin had just returned from a visit to Hino Motors Manufacturing’s
Japan factory. Then he announced the expansion of Hino’s Williamstown, W.Va., facility on June 20,
2012. Because the topic of the United Hemispheres sponsored editorial section was “Manufacturing is
Hiring,” Hino was a natural subject for West Virginia’s August 2012 ad, which included a video with
highly positive testimonials from Hino executives about locating and growing their business in West
Virginia.
Entry Title: Marine Crop League National Convention Video
Organization: Charleston WV Convention & Visitors Bureau
Summary: So how do you effectively convey the spirit, ambience and charm of a city in only a few short
minutes to convince a group to hold its annual meeting in your destination? That was the challenge
presented to the Charleston Convention and Visitors Bureau when pitching the city as the meeting
destination during the 2012 Marine Corps League National Convention. The CVB needed to brand the
destination in a way that highlighted Charleston’s unique assets and capitalize on its new tagline – Hip,
Historic…Almost Heaven.
Honorable Mention
Entry Title: Just Imagine
Organization: Ohio Valley University
Principal Agency: Stonewall
Summary: Ohio Valley University tasked Stonewall with providing a strategic plan to build qualified
enrollment leads. A theme was developed – Just Imagine – and a short film was produced telling a
compelling and inspiring message of OVU. From July 2012 – January 2013 there have been 1,706 visits to
the site to view the film and request information. Enrollment inquiries year-to-date in fiscal 2013 have
increased by 51% over fiscal year 2012 and applications are up 24%.
Student
Crystal Award
Entry Title: For the Record
Organization: Bethany College Chapter, PRSSA
Summary: For the Record is designed to reach a wide variety of college constituent groups. It is
distributed via a template graphic email from the Office of the President to all faculty, staff and
students, parents of students (current and some past), alumni, friends, and higher educational and
business leaders. For the Record is the centerpiece of the Presidential promotional template, that
includes information past/present/future about Bethany College, and the president’s columns in various
state and national publications. Hits”, downloads and follow-up contact with the Office of the President
indicates that For the Record is achieving appropriate contact with its intended audience.
Entry Title: “Questions” PowerPoint slide presentation
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this PowerPoint slide presentation showcased the questions the MC—Spencer Adkins from
WOWK‐TV 13—asked during the evening at the main trivia event. It also promoted sponsors of the
event. A combination of audio and video were integrated into the presentation. For example, Tim Irr
and Jessica Ralston from WSAZ NewsChannel 3 asked questions via video clips.
B3 Articles - more than 500 words
Not for Profit
Crystal Award
Entry Title: Comeback Cracker by Courtney Sisk
Organization: West Virginia Dept. of Commerce
Summary: "The Comeback Cracker” was designed to educate the public about the Marcellus Shale
industry, as well as what a potential ethane cracker plant would mean to West Virginia in terms of job
creation at the plant and from downstream manufacturers. A sidebar article featured the jobs and
training needed to get them. Several companies are considering West Virginia as a location for a cracker
plant. The article continues to be used by the Development Office for recruitment.
Pro Bono
Crystal Award
Entry Title: Montessori Can Revive Education
Organization: Mountaineer Montessori School
Summary: The Montessori method can provide a blueprint for education reformers and leaders who
seek to improve academic performance and develop the skills needed today. Although a growing
number of public schools nationwide have successfully implemented Montessori classrooms, it remains
largely unknown or understood in West Virginia. Mountaineer Montessori School initiated a campaign
to educate policy makers and parents about the value of Montessori education and position itself as a
source of expertise and partner on education reform.
B4 Books
Not for Profit
Crystal Award
Entry Title: Greenbrier County CVB Visitors Guidebook
Organization: Greenbrier County CVB
Principal Agency: Charles Ryan Associates
Summary: The Greenbrier County Convention & Visitors Bureau is charged with marketing the various
destinations and municipalities within Greenbrier County. From the luxury, world-renowned Greenbrier
resort to Rainelle’s annual Memorial Day motorcycle rally, the objective is to provide a glimpse of the
area - to transport the person to the Greenbrier Valley in their mind and get them excited enough to
want to schedule a visit. From July 2012 to February 2013, more than 17,000 leads have been generated
for the GC CVB, up slightly from the same period the prior year, and on track to surpass last year’s
numbers.
Student
Honorable Mention
Entry Title: A Trip To Italy
Organization Bethany College Chapter, PRSSA
Summary: As part of the liberal arts education at Bethany College, courses are offered in foreign
countries during a semester that takes place in January (J-term). Students are asked to research and
document the trip and organize photos to encourage students to participate in the course in the future.
After attending the trip, student Katrina Miller organized her photos using Adobe Photoshop to enhance
the pictures and created a hardback book of the trip. The book provided labels and photos of central
points in Italy.The book was well-recieved by both students and faculty.
B5 Brochures
Not for Profit
Honorable Mention
Entry Title: Capitalize Charleston rack card
Organization: Charleston, West Virginia Convention & Visitors Bureau
Principal Agency: Charleston Ryan Associates
Summary: In an effort to bring more convention and meeting business to Charleston, the Charleston,
West Virginia Convention & Visitors Bureau launched a new initiative called Capitalize Charleston. They
needed to introduce this program to community leaders and the media, thus a rack card was developed
to outline key messages and highlight economic impact. Since the launch, two meetings have already
been booked.
Honorable Mention
Entry Title: Pierpont Community and Technical College Brochure
Organization: Pierpont Community and Technical College
Principal Agency: The Manahan Group
Summary: Pierpont Community & Technical College’s Continuing Education Department (CED) came to
The Manahan Group with a desire to produce an informational booklet that they could distribute to
increase overall class enrollment. The “At A Glance Booklet” is designed to highlight the entire
department from skill set courses targeted to potential companies and organizations to the individual
looking to professionally grow or take personal enrichment courses.
Crystal Award
Entry Title: West Virginia Business Climate brochure
Organization: West Virginia Dept. of Commerce
Summary: The West Virginia Development Office asked Commerce Communications to create a
marketing brochure to accentuate the positive attributes about the state’s business climate. Its goal is to
build positive business perceptions of the state and position West Virginia as a good place to do
business. The piece directly addresses the financial concerns of business leaders by stating positive facts
about the state’s business advantages, tax reforms, financial performance and workforce resources.
Political and Issue Management
Crystal Award
Entry Title: Hydraulic Fracturing Facts
Organization: Energize WV and America’s Natural Gas Alliance (ANGA)
Principal Agency: Rainmaker
Summary: West Virginia’s natural gas industry is booming. Energize WV and America’s Natural Gas
Alliance (ANGA) hired our agency to produce a brochure that explains the complex technical subject of
hydraulic fracturing to the general public. It was important to communicate the protections and laws in
place to give people comfort for drilling and hydraulic fracturing. We used illustrations and solid graphic
design to help explain the technical process involved in hydraulic fracturing.
Student
Entry Title: Beautiful Bethany
Organization: Bethany College Chapter, PRSSA
Summary: This brochure was produced by two Bethany College/Town of Bethany interns. “The Beautiful
Bethany” brochure will be targeting first year students and people unfamiliar with the surrounding area
of Bethany, West Virginia. Research of local area attractions, taking photos, writing bios and providing
information in this brochure will enhance the awareness of the local area attractions around Bethany,
West Virginia. With providing this brochure to the Town of Bethany this will give people a reason to
want to come and visit the community.
Honorable Mention
Entry Title: “Questions” Rules Brochure
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives placed this rules brochure on the table in front of each
seat for attendees’ reference.
B6 Direct Mail
Business and Industry
Honorable Mention
Entry Title: Bailey and Glasser Direct Mail
Organization: Bailey & Glasser LLC
Principal Agency: The Manahan Group
Summary: The Manahan Group was hired by Charleston-based law firm Bailey & Glasser to coordinate
its marketing efforts. Bailey & Glasser is a unique Charleston-based law firm. It is unique in the fact that
the vast majority of its partners and associates are Ivy League-educated lawyers who are seeking work in
a firm that is focused on its West Virginia roots and not on being a big-box law firm. The firm asked The
Manahan Group to develop a unique announcement card. The unique design set the piece apart from
other law firms, and the inclusion of each attorney’s individual card and contact information conveyed
to the audience that each of these well-educated attorneys is a down-to-earth, approachable person
ready and willing to offer expert legal assistance.
Crystal Award
Entry Title: SMART529 Holiday Direct Mail
Organization: The Hartford
Principal Agency: The Manahan Group
Summary: The Hartford’s SMART529 plan is West Virginia’s college savings plan. The primary selling
season for 529 products such as SMART529 is the fourth quarter. The fourth quarter is so important
because of the tax benefits that result from 529 investments. Our approach included a message to both
non-account holders and account holders: Giving SMART529 is better than giving a toy. The idea was to
convey that giving a new SMART529 account or promising to make a contribution to an existing account
would be a gift for which a child would be grateful for the rest of his or her life.
Entry Title: Weather the Storm
Organization: Edgewood Summit
Principal Agency: Charles Ryan Associates
Summary: Following the July derecho and series of storms that followed, Edgewood Summit wanted to
reach out to seniors in the Kanawha Valley and surrounding areas to showcase two major advantages to
living in a retirement community during such events: 1) no worries of home damage or expense caused
by storms, and 2) having comfort of safety and electricity in even the worst of circumstances. Charles
Ryan Associates (CRA) recommended a postcard mailer to shorten production time, in order to
capitalize on timing of the ordeal. The piece was delivered on schedule and within budget.
Political and Issue Management
Crystal Award
Entry Title: Blue is the New Green
Organization: Energize WV
Principal Agency: Rainmaker
Summary: From focus group research and polling, we learned that one of the top messages to promote
natural gas exploration is that it is a cleaner-burning source of energy that has less impact on the
environment. We created this mail piece using a technology called lenticular printing in which the image
on the front of the mail piece morphed into a second image, to create a unique, impressionable product
to draw in our audience.
Honorable Mention
Entry Title: “Nuts”
Organization: Jason Barrett for House
Principal Agency: Rainmaker
Summary: Berkeley County is represented by four Republicans in the West Virginia House of Delegates.
Our client was a Democratic challenger running in a state where polling showed voters strongly
supported Mitt Romney for President. Our agency created a mail piece to demonstrate the extreme
views of its current delegation. By defining our opponent with this effective mail piece, our client was
the only Democratic challenger that beat a Republican incumbent during the 2012 General Election.
Entry Title: Prezioso for State Senate Direct Mail
Organization: Prezioso for State Senate
Principal Agency: The Manahan Group
Summary: The Manahan Group worked on the campaign of West Virginia Senator Roman Prezioso,
helping him to win re-election with one of the largest margins in the state during a year that was difficult
for many incumbent Democrats. The key to the campaign’s success was a well-researched strategy that
focused on Prezioso’s strengths and encouraged voters who had supported him in the past to turn out
despite conditions that indicated they might not go to the polls at all.
Student
Entry Title: Homecoming Mailer
Organization: West Virginia University Institute of Technology
Summary: Inspired by cowboys on horseback, senior Monika Becker, a student intern in the Office of
Relations & Communications, blended the Old West with the mountains of West Virginia to create the
homecoming mailer. Adding a WVU Tech touch, she swapped the university’s mascot, Monty the Golden
Bear, for the cowboy on horseback. The mailer announced dates of the homecoming weekend and
directed recipients to the website, which received 1,076 pageviews within the next 60 days.
B7 Holiday Cards
Business and Industry
Honorable Mention
Entry Title: BrickStreet Holiday Card
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: For the past several years, BrickStreet has tasked Charles Ryan Associates with creating a
holiday card to send out to various individuals and companies. The purpose of the card is to convey
appreciation and warm wishes direct from BrickStreet. Keeping with the theme of previous cards, an
original painting was created again this year, with the artwork showcased on both the outside and inside
of the card. Many compliments were received about the card’s originality and personal nature.
Crystal Award
Entry Title: Charles Ryan Associates Holiday Card
Organization: Charles Ryan Associates
Principal Agency: Charles Ryan Associates
Summary: The 2012 Holiday Card was a part of Charles Ryan Associates' (CRA) overall new branding
initiative to help recharge the firm's brand and more effectively reach our target audience. From this, we
produced a quirky holiday card that showcased the true personalities of our team - quirky, playful,
colorful, interesting and nowhere close to normal! It was distributed one day following the launch of
CRA's new website and created one of the highest visitation days thus far.
Entry Title: Peoples Bank Holiday Card Contest
Organization: People's Bank
Principal Agency: Stonewall
Summary: Peoples Bank approached Stonewall Marketing to create a unique holiday card contest that
would garner public awareness for the bank, involve the community, and ultimately produce the bank’s
corporate holiday card. Peoples Bank partnered with United Way offices in each of its markets (KY, OH
and WV) soliciting graphic designs representing a favorite holiday memory by elementary school
children. More than 240 entries were received and the bank’s Facebook page netted 63 new page
“likes”.
Not for Profit
Honorable Mention
Entry Title: Cabell-Huntington CVB Christmas Video 2012
Organization: Cabell-Huntington CVB
Principal Agency: Trifecta Productions
Summary: The overall goal of this video was to give a feeling of hope and allow our Christmas wish to
evoke a feeling of inspiration in the rejuvenation of a bustling downtown. The plan was to re-create a
portion of downtown Huntington to resemble the bustling city that thrived in the 1940’s. With the
renovation of several downtown areas, we showed what the downtown area once looked like, and what
it can become again.
Entry Title: First of the Year Postcard
Organization: Fairmont State University
Summary: The FSU team used a fresh take for an annual project. The Office of Admissions and
Recruitment traditionally distributes a holiday postcard in December. This year, the team decided to
mail the postcard in January, focusing on the beginning of a new year and tying into the current “be
First” marketing campaign. The goal was to connect and inspire returning students; excite soon-to-be
students about new possibilities; and help potential students decide to attend FSU.
Entry Title: Office of Institutional Advancement Holiday Card
Organization: Fairmont State University
Summary: In attempting to reconnect alumni back to the campus, photos were incorporated from the
1968 and 1970 yearbooks. The goal was to create a nostalgic feel, bringing back memories of
campus. When speaking with alumni, they all seem to have a memory of playing in the snow or going
sleigh riding on campus. The card was printed on curious metallic gold cover paper. The silver foiled
envelope gave the card a hint of class.
Crystal Award
Entry Title: Recipe for Success
Organization: West Virginia University Institute of Technology
Summary: In light of the university’s public revitalization plans, organizational change and sense of
uncertainty, the Office of Relations & Communications created an uplifting, playful holiday card
emphasizing teamwork and other “ingredients” needed for WVU Tech’s “Recipe for Success”. The team
created matching holiday and recipe cards, along with a video with the recipe in action. The card spread
holiday cheer, created a lasting impression and drove recipients to the video, which received 319 views.
B8 Invitations
Not for Profit
Entry Title: Night at the Races Invitation
Organization: Fairmont State University
Summary: Night at the Races presented a unique opportunity to unify the traditions and rituals of an
iconic horse race with the spirit and culture of Fairmont State University. The prestige of both entities
provided a solid design platform for an invitation that enticed and encouraged both alumni and
community members to attend a social event while supporting student educational opportunities and
initiatives.
Crystal Award
Entry Title: Order of La Sila
Organization: Fairmont State University
Summary: The Order of La Sila is a fundraising dinner to raise scholarship funds for Fairmont State
students to participate in an exchange program with the University of Calabria in Italy. Early immigrants
from San Giovanni, Calabria found the mountains of North Central West Virginia reminiscent of La Sila
Mountains and their homeland. By incorporating photos of the Sila Mountains overlooking the town of
San Giovanni, the invitation showcases the resemblance between Calabria and West Virginia.
Crystal Award
Entry Title: Presidential Inaugural Invitation
Organization: Fairmont State University
Summary: Dr. Maria C. Rose became the 14th president of Fairmont State University at an inaugural
ceremony. The goal of the invitation was to represent the formality of the occasion as well as highlight
Dr. Rose and the University. A quilted pattern on a maroon background, borders the left side of the
elongated invitation. The University seal, printed in metallic gold, overlaps the stitching, uniting Dr.
Rose’s appreciation of West Virginia’s folk culture and university tradition.
Entry Title: Huntington Museum of Art's 60th Anniversary Celebration Invitation
Organization: Huntington Museum of Art
Summary: The goal of the Huntington Museum of Art’s 60th Anniversary Celebration Invitation was to
convey pride in HMA's accomplishments over the past six decades and to attract patrons to an event to
celebrate HMA's 60th Anniversary. The invitation emphasized HMA's mission to focus on art, education
and nature. Attendance expectations of 150 patrons for the November 9, 2012, event were almost
doubled when 273 people attended the event.
Entry Title: Travel South Showcase Invitation
Organization: Charleston West Virginia Convention and Visitors Bureau
Principal Agency: Charles Ryan Associates
Summary: Travel South USA is the oldest and largest regional tourism organization in the United States.
Each year, Travel South USA produces two separate showcases to increase tourism business in the
Southern region of the United States. Travel South Showcase is an opportunity for the tourism
organizations from member states meet with tour operators, media and other travel companies to
promote destinations and attractions. For the first time in Showcase history, Travel South Showcase
2014 will be hosted in Charleston, West Virginia.
Pro Bono
Honorable Mention
Entry Title: Winter Manaland
Organization: The Manahan Group
Principal Agency: The Manahan Group
Summary: In early December, The Manahan Group hosted a holiday open house. The purpose of the
event was to thank our clients for a great year and to promote another client, Pies & Pints, a restaurant
located in our building. The Winter Manaland invitation that we created for the event was sent via an
on-line invitation service, Pingg, which required RSVPs. The design was used in a large banner and other
promotional materials for the event.
Political and Issue Management
Crystal Award
Entry Title: Time Invitation
Organization: Kent Carper for County Commission
Principal Agency: Rainmaker
Summary: We designed an invitation that garnered attention by creating a spoof of a Time Magazine
“Person of the Year” cover. An important element of this project was to send a message of appreciation
to our client’s supporters. It was also important to raise funds to retire our client’s campaign debt. We
organized an event and used this creatively-designed invitation to produce a large turn-out for our
client’s event.
Student
Honorable Mention
Entry Title: Alpha Xi Delta Preference Night Invitations
Organization: Bethany College Chapter, PRSSA
Summary: Annually during the spring semester the Delta Chapter of Alpha Xi Delta on Bethany College
campus goes through formal recruitment. The night of recruitment entitled Preference Night (or “pref.
night” for short) requires the sororities and women fraternities on campus to design and hand out
formal invitations to recruitment members who they wish to extend a bid.
Entry Title: "Questions" Save the Date
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives sent this save‐the‐date invitation to those who attended
the main campaign event the previous year, as well as other target primary and secondary publics.
B9 Logos
Business and Industry
Entry Title: Logo
Organization: Alford Home Solutions
Principal Agency: Rainmaker
Summary: Alford Home Solutions needed a logo designed to encompass its expanded services beyond
pest control. Our agency produced a fresh logo and strong tagline. The logo icon features two elements:
the top is a home and the bottom includes the letter “A” representing the name of the company. We
then carried over that logo with a distinctive icon that represented each division of the company and
each major service provided by the company.
Honorable Mention
Entry Title: American Technology Rentals Logo
Organization: American Technology Rentals
Principal Agency: The Manahan Group
Summary: American Technology Rentals (ATR) hired The Manahan Group to assist it in rebranding the
company. As part of an overall marketing strategy, The Manahan Group designed a new logo for the
company. The logo The Manahan Group designed uses ATR as the focal point of the icon. Circles rotate
around the strong, bold ATR text to represent a cyclical approach to the rental business and the allinclusive services that ATR provides to its clients. The ATR icon could be used with or without the full
name next to it as the brand gains recognition in the market.
Not for Profit
Entry Title: Logo
Organization: Charleston Urban Renewal Authority (CURA)
Principal Agency: Rainmaker
Summary: The Charleston Urban Renewal Authority (CURA) is an agency of the City of Charleston
charged with urban redevelopment and renewal. Working with CURA’s leadership, we created a logo
that blended green space, businesses, and residential communities that work in unison. We designed an
identity that conveys the message that CURA is working to redevelop and revitalize neighborhoods to
their original glory.
Entry Title: Mountain State Art & Craft Fair 50th Anniversary Logo
Organization: WV Dept of Agriculture
Summary: With a golden anniversary approaching, the MSACF Board of Directors approached the WVDA
Communications Division for help on a special logo to commemorate the milestone. The result was an
image that captures the time and place of the event, its history and heritage, and its vibrant potential
moving into the future.
Crystal Award
Entry Title: “theNest” Logo
Organization: Fairmont State University
Summary: The Fairmont State University food bank, “theNest” was hatched when library staff became
aware that students were going hungry. The logo establishes credibility and is easily recognizable. The
circular shape suggests protection while the bottom intertwining circles illustrate the building of the
nest. These same circles reappear as the plate between the 1950’s style cutlery. Fairmont State’s
traditional maroon serves as a solid background, while the green, from the secondary palette, accents
the organic symbolism.
Entry Title: Travel South Showcase logo
Organization: Charleston Convention and Visitors Bureau
Principal Agency: Charles Ryan Associates
Summary: Travel South USA is the oldest and largest regional tourism organization in the United States.
Each year, Travel South USA produces two separate showcases to increase tourism business in the
Southern region of the United States. For the first time in Showcase history, Travel South Showcase will
be hosted in Charleston, West Virginia, in 2014. The Charleston, West Virginia Convention & Visitors
Bureau engaged Charles Ryan Associates to create a logo focusing on the theme of “Discover the Trails
of West Virginia” as a visual concept.
Political and Issue Management
Honorable Mention
Entry Title: Prezioso for State Senate Logo
Organization: Prezioso for State Senate
Principal Agency: The Manahan Group
Summary: The Manahan Group worked on the campaign of West Virginia Senator Roman Prezioso,
helping him to win re-election with one of the largest margins in the state during a year that was difficult
for many incumbent Democrats. The key to the campaign’s success was a well-researched strategy that
focused on Prezioso’s strengths and encouraged voters who had supported him in the past to turn out
despite conditions that indicated they might not go to the polls at all.
Honorable Mention
Entry Title: WVACO Logo
Organization: West Virginia Association of Counties
Principal Agency: Rainmaker
Summary: The West Virginia Association of Counties (WVACO) represents the interests and goals of
elected county officials throughout the state. Our agency was hired to design a clean, visually-appealing
logo to promote WVACO’s annual theme to its leadership, members and lawmakers. The WVACO
wanted to create a discussion among county leaders and members of the Legislature regarding the
opportunities and challenges that exist for county governments due to West Virginia’s changing energy
economy.
Student
Entry Title: Bison Breathe Easy
Organization: Bethany College Chapter, PRSSA
Summary: – “Bison Breathe Easy” campaign promotes the idea of moving the smokers of Bethany
College, away from main entrances of buildings on campus. Specifically to legislate the law of West
Virginia that states that smokers are to be at least 25 feet away from the entrances to begin with. To do
this a group of Communications and Media Arts students have joined forces with Kalon Scholarship
students, to see to it that the entrances are clear of toxic fumes and the smokers are left to smoke their
own designated are away from the 25 feet zone
Entry Title: “Questions” Logo
Organization: River Valley Child Development Services (RVCDS)
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services
(RVCDS)—researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this logo was designed by students and used on all campaign tactics branding the
“Questions”campaign.
B10 Magazine or Newsletter - eight pages or less, primary audience is internal
Business and Industry
Entry Title: AMFM Connections
Organization: American Medical Facilities Management
Summary: American Medical Facilities Management (AMFM) 2013
AMFM Connections, the name of AMFM’s quarterly employee newsletter, does just that: connect. With
11 skilled nursing facilities spread far throughout West Virginia, the employees of AMFM may not have
much in common except the shared experience of caring for West Virginia’s seniors. Celebrating
employee achievements, celebrations, milestones, community events, charitable contributions and
improving health and wellness; AMFM Connections unites this diverse work-force with a common voice;
mission and vision.
Honorable Mention
Entry Title: The Interconnect
Organization: Columbia Pipeline Group
Summary: Columbia Pipeline Group is an organization with more than 1,200 employees. To get these
employees the vital information they need to do their job, The Interconnect was created. The
Interconnect is a bi-weekly information briefing that goes out to all employees via email and is available
on the company’s Intranet site. The Interconnect contains information about organizational goals,
employee success, and important news and milestones. The PowerPoint format provides for easy
reading, easy sharing stories.
B11 Magazine or Newsletter - nine pages or more, primary audience is internal,
Not for Profit
Crystal Award
Entry Title: IOGA News
Organization: Independent Oil and Gas Association of West Virginia
Principal Agency: Homestead Communications
Summary: In 2012, Homestead Communications had goals for IOGA News of increasing editorial content
by 10%, assisting in membership recruitment and maintaining a financial breakeven position, given the
increased expense of moving to a full color publication and maintaining 2010 advertising rates. All goals
were met with editorial content increasing by over 10%, membership increasing by 11.6% and new
publication revenue increasing by 25.1% against budget. Based on content, membership and financial
results, Homestead Communications exceeded the goals set for IOGA News.
Entry Title: Member's Magazine
Organization: Huntington Museum of Art
Summary: The Huntington Museum of Art Members Magazine is published twice a year. Its purpose is
twofold. The first goal is to inform Members of the Huntington Museum of Art about the wide variety of
programs, classes, lectures, and exhibitions taking place at HMA. The second objective is to serve as a
marketing tool to attract new members. HMA’s membership increased 11 percent from the previous
year with 1,390 members as of January 2013.
Crystal Award
Entry Title: InDEPth
Organization: West Virginia Department of Environmental Protection
Summary: InDEPth is the premier monthly newsletter for the West Virginia Department of
Environmental Protection. With colorful photos and informative articles, it offers the employees a snapshot of the ever-changing agency that is their “home away from home.” It is distributed via e-mail to the
employees and posted on the DEP Web site. Usually six to 10 pages, it is enjoyable, educational, and
well-worth reading.
B12 Magazine or Newsletter - eight pages or less, primary audience is external.
Business and Industry
Honorable Mention
Entry Title: SMART529 Newsletter
Organization: The Hartford
Principal Agency: The Manahan Group
Summary: The SMART529 newsletter is the main source of information for the “When I grow Up”
contest. Through a partnership with the State Department of Education, the Smart Family News
newsletter is distributed through 540 elementary schools in the state to 155,000 K-6 students. The
newsletter and contest led to a 7.5 percent increase in SMART529 new accounts and a 3.5 percent
increase in overall SMART529 sales compared to 2011 figures. A record number of entries, 3500, were
submitted for the contest and 7,800 inquiries were made for SMART529 materials during the contest
time-period.
B13 Magazine or Newsletter - nine pages or more, primary audience is external.
Business and Industry
Honorable Mention
Entry Title: InSide BrickStreet
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: InSide BrickStreet was developed in 2006 to educate and inform agents and policyholders
about what’s happening at the company. Years later, the magazine remains a successful part of the
external communications strategy. It has several features including a message from the president and
CEO and a cover story highlighting a policyholder, as well as time sensitive stories written for each issue.
Not for Profit
Honorable Mention
Entry Title: B&E
Organization: WVU College of Business and Economics
Summary: The WVU College of Business and Economics magazine, B&E, is produced semi-annually and
used as a strategic outreach tool to alumni, donors, “friends” of the College, faculty and staff, and
students. It is produced by the Office of Communications & Marketing headed by Patrick Gregg,
Director, who is also the magazine editor. The magazine was designed in its entirety by Erica Lindsay.
B&E is available in print form and on the College’s website.
Entry Title: Bear Tracks
Organization: West Virginia University Institute of Technology
Summary: Overcoming a history of little to no alumni communications, WVU Tech reestablished a
communications plan in 2012, which now includes semi-annual magazines. The inaugural publication of
Bear Tracks included alumni stories, campus updates and a feature on 100 years of Golden Bear
basketball. In addition to the nearly 10,000 copies mailed, the publication was distributed electronically
to faculty and staff, and posted online on the university’s ISSUU account, which has received 2,143
impressions to date.
Crystal Award
Entry Title: West Virginia EDGE magazine
Organization: West Virginia Dept. of Commerce
Summary: West Virginia EDGE magazine goes to a U.S. and international mailing list composed of nearly
12,000 C-suite executives from companies listed in the Fortune 1,000 and Hoovers Business lists. Instate, Commerce partnered with industry groups such as the Polymer Alliance Zone, Chemical Alliance
Zone and the West Virginia Manufacturers’ Association to distribute the issue. State and national
elected officials, as well as West Virginia’s mayors, county commissioners and regional planning councils
received each issue.
B14 Media Kit
Not for Profit
Honorable Mention
Entry Title: Elected Officials Forums
Organization: The Just Beneath the Surface Alliance
Principal Agency: Charles Ryan Associates
Summary: The Just Beneath the Surface Alliance hosted three Elected Officials Forums, initiated as part
of the Energy Speaks campaign and held in partnership with the West Virginia Municipal League and the
West Virginia Association of Counties. A dual purpose elected officials kit and media kit was needed to
share core messages about the industry. The piece assisted in starting conversations and helped to
generate earned media coverage and interest in the newly launched Energy Speaks campaign.
Entry Title: Raze Commotion Kits
Organization: WV Department of Health & Human Resources
Principal Agency: The Arnold Agency
Summary: In 2012, The Arnold Agency created a media kit for teens around the state in the Raze
program containing three “Commotions.” These materials allowed the teens to put on demonstrations
in their communities promoting an anti-tobacco message in fun and creative ways. In each kit, they
provided instructions that highlighted the activities for the Commotion and explained the corresponding
tobacco holiday. All three Commotions were placed in a Raze-branded gym bag and mailed to each Crew
in the state.
Honorable Mention
Entry Title: State Parks PRWeb kits
Organization: West Virginia Dept. of Commerce
Summary: The West Virginia Department of Commerce, Marketing and Communications section
produced a series of online media kits for West Virginia State Parks via PRWeb publicity service. The kits
consisted of news releases, graphics and photos, combined to form a common theme, and distributed
online to every major news site and search engine. Parks staff has reported an uptick in phone calls and
website traffic in the days following each media kit release.
Crystal Award
Entry Title: Wild & Wonderful West Virginia Destination Partnership Media Kit
Organization: The Wild & Wonderful West Virginia Destination Partnership was
Principal Agency: Charles Ryan Associates
Summary: The Wild & Wonderful West Virginia Destination Partnership was a joint marketing endeavor
between several convention and visitors bureaus across the state. A media kit was created in an effort
to promote West Virginia as a hot new destination and to share core messages from each partner during
a media blitz in New York City. The piece assisted in starting conversations and helped to generate
interest in West Virginia as a leisure travel destination.
Political and Issue Management
Crystal Award
Entry Title: Balanced Court Initiative Media Kit
Organization: Chafin for Supreme Court
Principal Agency: Rainmaker
Summary: Our client wanted to kick-off a major policy initiative to support her political campaign. We
designed a press kit utilizing elements of the identity and incorporated substantive material to
withstand scrutiny by the legal community. In preparing this kit, we balanced the need for simplicity to
make a complex issue of recusal reform understandable to average voters with the substantive
information required by members of the press.
B15 News Releases - 500 words or less (must include proof of
production or publication)
Business and Industry
Honorable Mention
Entry Title: CSE Brand Reputation Outreach
Organization: CSE Corporation
Principal Agency: Charles Ryan Associates
Summary: CSE Corporation is a mine industry leading resource, specializing in miner safety and
protection devices. In 2012, as the company continued to roll out its new rescuer, they dealt with brand
reputation issues regarding issues of malfunctions for a prior device. To effectively communicate to key
audiences the challenges had been met, a critical press release to address company solvency and
stability was required.
.
Not for Profit
Honorable Mention
Entry Title: Veterans Saddle Up for New Therapy
Organization: Huntington VA Medical Center
Summary: The Huntington VA Medical Center’s new therapeutic horseback riding program was
promoted through a news release distributed to media outlets. The release highlighted how the therapy
helps patients both physically and mentally, and included the story of a veteran participant whose
weekly riding sessions were helping him to regain his speech, stamina, and balance. The news release
garnered media coverage by the Herald Dispatch, the Ironton (Ohio) Tribune, and Ohio University’s
newsletter Compass.
Student
Entry Title: “Questions,” Bob Evans Family Fun Night
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release provided information about the campaign’s family fun night at Bob Evans
restaurant. It also created awareness for “Questions,” its sponsors, and RVCDS.
Crystal Award
Entry Title: TV Meteorologist Hosting “Questions
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release showcased Spencer Adkins, chief meteorologist at WOWK TV‐13, serving as
MC of the “Questions” event. It also created awareness for “Questions,” its sponsors, and RVCDS.
Entry Title: "Questions" Flavorful Fundraiser
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services
(RVCDS)—researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of
Journalism and Mass Communications at Marshall University—this news release
was written to provide information about the campaign’s “Funfetti” cupcake. For
each cupcake sold, $1 went to RVCDS.
Entry Title: “Questions,” Penny Drive Winner
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release provided information about the campaign’s penny drive and the winning
residence hall at Marshall University. It also created awareness for “Questions,” its sponsors, and
RVCDS.
Entry Title: “Questions” Q&A with Executive Director
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release showcased how the proceeds from the campaign would impact the nonprofit
organization, and created awareness for “Questions,” its sponsors, and RVCDS.
Entry Title: “Questions,” RVCDS Quick Facts
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release provided facts about RVCDS—including mission, vision, values, current
information, history, and programs—to Tri‐State area journalists. It also created awareness for
“Questions,” its sponsors, and RVCDS.
Entry Title: RVCDS scholarships
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release showcased the story of a scholarship recipient, and created awareness for
“Questions,” its sponsors, and RVCDS.
Crystal Award
Entry Title: “Questions” trivia event news release
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—student campaign representatives issued a series of news releases to Tri‐State area news
media. This news release showcased the main event tactic, and created awareness for “Questions,” its
sponsors, and RVCDS.
B16 Online Publications
Business and Industry
Entry Title: BrickStreet InSights
Organization: BrickStreet Insurance
Principal Agency: Charles Ryan Associates
Summary: In an ongoing effort to educate and inform BrickStreet Mutual Insurance's policyholders and
others on issues related to the workers' compensation industry, the company publishes a monthly
electronic newsletter - BrickStreet InSights. This online publication supplements BrickStreet's
policyholder magazine and annual report. It has been a successful part of the company’s overall
commitment to communication and flow of information for the past seven years.
Honorable Mention
Entry Title: The Interconnect
Organization: Columbia Pipeline Group
Summary: Columbia Pipeline Group is an organization with more than 1,200 employees. To get these
employees the vital information they need to do their job, The Interconnect was created. The
Interconnect is a bi-weekly information briefing that goes out to all employees via email and is available
on the company’s Intranet site. The Interconnect contains information about organizational goals,
employee success, and important news and milestones. The PowerPoint format provides for easy
reading, easy sharing stories.
Not for Profit
Honorable Mention
Entry Title: Energy Speaks
Organization: Just Beneath the Surface Alliance’s
Principal Agency: Charles Ryan Associates
Summary: With the launch of the Just Beneath the Surface Alliance’s Energy Speaks campaign in
October 2012, the Independent Oil and Gas Association of West Virginia charged Charles Ryan
Associates with updating their email newsletter. The new design incorporated the new branding and
imagery of the Energy Speaks campaign. Topics include upcoming events, industry news, current
research and development in the oil and natural gas industry and guest articles. It is sent monthly to an
average of 2,500 subscribers.
Crystal Award
Entry Title: maroonwhite.com – The Evolution of Fairmont State University’s Alumni Magazine
Organization: Fairmont State University
Summary: In the final months of the 2012 fiscal year, maroon&white editor, Jessica Sharps, received
indicators that her print budget would not be renewed for 2013. After having completed an award
winning redesign of the print magazine and experiencing record interaction with alumni and friends,
Sharps knew that she could not let the magazine die. Through strategic planning and development,
maroonwhite.com was born. This online publication parallels its print predecessor while engaging new
technologies and online functionalities.
B17 Posters
Business and Industry
Crystal Award
Entry Title: 4M Poster
Organization: Columbia Pipeline Group
Summary: The 4M poster showcases Columbia Pipeline Group’s business strategy, known internally as
“the 4Ms.” This poster was created for CPG offices and stations, and was mailed to every CPG location.
Employees use the poster as a daily reminder of the focus of the company and how to prioritize their
work.
Not for Profit
Entry Title: Power of Travel poster series
Organization: Charleston Convention and Visitor's Bureau
Principal Agency: Charles Ryan Associates
Summary: The Tourism Matching Advertising Partnership Program (MAPP) is a reimbursable partnership
program established in 1995. By 2012, with the erosion of funds by Legislative mandate, the MAPP
program had insufficient funds to meet applications. A poster series was developed as a means to
communicate the return on investment that comes from tourism advertising and marketing
expenditures – in an effort to maintain and increase the percentage available.
Crystal Award
Entry Title: West Virginia Sport Fish ID Poster
Organization: West Virginia Dept. of Commerce
Summary: The objective for doing the poster is to provide both new and experienced anglers with an
attractive way of identifying the most common warmwater and coldwater species of sport fish available
in West Virginia. The poster features paintings of 27 species of sport fish found in the Mountain State.
To satisfy ongoing requests from the public, DNR decided to make a version available in a poster format
suitable for framing.
Student
Entry Title: Eggstreme Egg Hunt
Organization: Bethany College Chapter, PRSSA
Summary: PRSSA created a poster to promote its week long Eater Egg Hunt as part of their new initiative
to promote the website Wiggio.com on campus. Not only can this poster be used for the PRSSA event,
but we hope it will be used by Bethany College to celebrate Easter every year. The poster is comprised
of a collage of eggs infused with images of popular locations and sights on Bethany College Campus.
Crystal Award
Entry Title: Light Up Old Main
Organization: West Virginia University Institute of Technology
Summary: To promote WVU Tech’s annual Light Up Old Main event, senior Monika Becker, a student
intern in the Office of Relations & Communications, created a promotional poster inspired by the
event’s gingerbread house competition featuring a mixed media rendition of the university’s historic Old
Main building. The 2012 holiday event had the highest attendance on record, thanks in part, to her
unique promotional posters that were distributed across campus and in the local community.
Honorable Mention
Entry Title: Wanted Poster featuring Bandit Monty
Organization: West Virginia University Institute of Technology
Summary: Inspired by the Old West, senior Monika Becker, a student intern in the Office of Relations &
Communications, created a “Wanted” poster featuring Bandit Monty, the outlaw version of the
university’s beloved mascot and a flyer of the homecoming schedule tacked on an old saloon with a
carving of Old Main. The “Wild West” themed posters were distributed in early September. Between
September 3 and homecoming weekend, the university’s homecoming web pages received 2,796
pageviews.
Entry Title: “The Funfetti” Cupcake Poster
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster was used to promote “The Funfetti” cupcake from Paula Vega Cakes. Each
cupcake purchased gave RVCDS $1 to help fund its T.I.P.S. scholarship program to provide scholarships
to families that could not afford to pay the entire tuition amount to send their children to a RVCDS
program site.
Entry Title: Pancake Breakfast Poster
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster was used to promote a pancake breakfast at Huntington’s Kitchen. The design
was used on posters that blanketed the Marshall University campus and Huntington community. The
pancake breakfast raised operating funds for the “Questions” campaign.
Entry Title: Penny Drive Poster
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster was used on the collection jugs and on walls above the jugs during a penny drive
in the Marshall University residence halls. Money raised was used as operating funds for the
“Questions” campaign.
Entry Title: “Questions” Poster and Banner
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster and banner design was used to promote the main “Questions” trivia campaign
brand during the actual event. It was featured on the registration table leading into the Big Sandy
Superstore Arena Conference Center and on posters in the venue.
Entry Title: “Questions” Event Poster with Sponsors
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster was used to promote “Questions” on the Marshall University campus and
throughout the Huntington community. It featured the media sponsor logos to fulfill the sponsorship
requirements negotiated with ClearChannel Radio and the Herald Dispatch.
Entry Title: 'Questions” Main Event Poster
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this poster was used to promote “Questions” on the Marshall University campus and
throughout the Huntington community.
B18 Research
Political and Issue Management
Crystal Award
Entry Title: Public Opinion Research
Organization: Energize WV
Principal Agency: Rainmaker
Summary: West Virginia is experiencing a natural gas drilling boom. Our agency was hired to produce an
effective strategy to promote natural gas exploration in the state. We conducted focus groups to help
provide our team with qualitative data and messages to test. We then conducted a statewide survey of
610 likely voters, with an oversample of 477 additional voters in the counties where there is significant
drilling activity.
Student
Honorable Mention
Entry Title: Persuasive Elements in Tweets
Organization: Bethany College Chapter, PRSSA
Summary: Persuasive Elements in Tweets was a research project that performed a content analysis on
fortune five-hundred companies’ Twitter profiles to find common trends and elements used to gain
retweets. In today’s society, social media is becoming a primary way of communicating, making it a
great marketing tool for any business or organization to gain free advertisement.Results of the study
support the idea that individuals are most persuaded to retweet messages that include sexual
innuendos, request retweets, or they can personally relate to.
B19 Scripts
Political and Issue Management
Crystal Award
Entry Title: John Corbett Radio Scripts
Organization: Energize WV
Principal Agency: Rainmaker
Summary: Our agency was hired by the natural gas industry to produce a radio campaign. We secured
Hollywood actor and West Virginia native John Corbett who does voiceover work nationally for
Applebee’s and Walgreen’s. We wrote these scripts with our talent in mind, showcasing his unique style
and delivery. Also important to writing these scripts were incorporating the messages and strategies
developed from our public opinion research from polling and focus groups.
B20 Single Issue Newsletters/Booklets
Business and Industry
Crystal Award
Entry Title: 2013 AMFM Calendar
Organization: American Medical Facilities Management
Summary: American Medical Facilities Management (AMFM) 2013
Family. Commitment. Quality Care. These words are at the heart of the 2013 AMFM Calendar. Providing
skilled nursing care to West Virginia’s seniors happens across a spectrum of health care professionals,
friends, families and the communities each center resides. This year, the annual AMFM calendar
communicates beautifully how these groups join together to ensure that one of West Virginia’s best
assets; our seniors, receive the care they deserve.
Not for Profit
Honorable Mention
Entry Title: The Cabell-Huntington Convention & Visitors Bureau Visitors Guide
Organization: The Cabell-Huntington Convention & Visitors Bureau
Principal Agency: Bulldog Creative Services
Summary: This Visitors Guide is a piece that we produce every year to be of assistance to visitors who
are in our area, or who may be coming to our area. The Visitors Guide highlights places to eat, stay, and
shop in our area as well local attractions and annual events. The Guide is provided at no cost to anyone
with plans to come to Cabell County in order to assist them with their visit.
Crystal Award
Entry Title: Energy Blueprint
Organization: West Virginia Dept. of Commerce
Summary: West Virginia Commerce Communications produced a magazine and summary document to
recognize the state as an energy leader and good location for energy industries. The documents have
been distributed around the country. The governor has used them in conferences to educate those
attending about West Virginia’s abundant energy resources and opportunities. The documents will serve
as a selling tool for state leaders now and well into the future.
Honorable Mention
Entry Title: Huntington VA Medical Center Strategic Plan 2013-2015
Organization: Huntington VA Medical Center
Summary: The Huntington VA Medical Center’s Strategic Plan for Fiscal Years 2013-2015 was designed in
a one-page fact sheet format. The plan was written in plain language with a simplistic design in order to
provide an easy to understand overview of the facility’s strategic goals and objectives. The document is
distributed to various levels of internal and external stakeholders, including employees, patients,
Veterans Service Organization representatives and Congressional offices.
Entry Title: West Virginia Emergency Directory
Organization: West Virginia Health Care Association
Summary: The severity of an emergency can be lessened if you know the right people to call for
assistance and support and have the contact numbers readily available during emergency situations. The
West Virginia Health Care Association developed the West Virginia Emergency Directory to provide staff
members at nursing homes and assisted living communities with important statewide phone numbers
for assistance in the event of a natural or manmade disaster.
B21 Social Media -
Business and Industry
Honorable Mention
Entry Title: The Manahan Group Facebook Icons
Organization: The Manahan Group
Principal Agency: The Manahan Group
Summary: Not Currently Available
Not for Profit
Honorable Mention
Entry Title: WV Forestry Facebook
Organization: West Virginia Dept. of Commerce
Summary: The West Virginia Department of Commerce, Marketing and Communications section created
a Facebook page for the West Virginia Division of Forestry to establish a social media presence for the
agency. The page delivers information in real time about what the agency does, opportunities for costshare programs and educational workshops, and current events, including wildfire danger. This page has
helped the agency establish a network of followers that shares its messages with a wide audience.
Honorable Mention
Entry Title: CAMC Power of Many
Organization: Charleston Area Medical Center
Summary: In 2008, the CAMC Foundation began a capital campaign, titled “The Power of Many,” to raise
money to build a new cancer center. The public relations committee for the campaign planned and
implemented a social media awareness campaign to create buzz about the project and to heighten
excitement for the new cancer center. The effort garnered a reach of more than 60,000 people through
Facebook, Twitter, YouTube, blog posts and news articles.
Political and Issue Management
Crystal Award
Entry Title: Maloney Baloney
Organization: Stay the Course West Virginia
Principal Agency: Rainmaker
Summary: This social media campaign targets likely voters who are not traditional viewers of television.
We utilized humor in order to soften the attack created by a negative ad which could alienate voters.
Incorporating animation and video of the candidate, our agency created an effective online ad that was
hosted on YouTube and our client’s website. Online ads, both animated and static, were developed for
placement on Facebook, online newspapers and Google
Student
Honorable Mention
Entry Title: Bethany College Communications and Media Arts Alumni Facebook page
Organization: Bethany College Chapter, RSSA
Summary: Established in 2010, The Communications and Media Arts Department alumni page has acts
as an extension of the Communication and Media Arts department to global community of
communications alumni. They page serves three functions, jobs, updates on each other and current
information from the department and students. The site features many photos.
Entry Title: “Questions” Facebook Page
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services—
researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this Facebook page was used to promote the main “Questions” trivia event. The page
reached 1,373 people through Facebook during a six‐day period of time, creating additional awareness
about RVCDS and the main “Questions” event tactic.
B22 Web Sites
Business and Industry
Honorable Mention
Entry Title: CRA Website
Organization: Charles Ryan Associates
Principal Agency: Charles Ryan Associates
Summary: In early 2012, Charles Ryan Associates developed and implemented a new branding initiative
to help reintroduce the longest and oldest communications firm headquartered in Charleston, W.Va.
This new branding drove the creativity and content of the new CRA website. The website is bold and
engaging as well as clean and easy to navigate. Although services, skill and experience are important,
clients want interesting experts, leaders on the cutting edge in the industry and confidence in their
team; therefore a greater emphasis is placed on our people and their expertise.
Not for Profit
Entry Title: Clements State Tree Nursery
Organization: West Virginia Dept. of Commerce
Summary: The West Virginia Department of Commerce, Marketing and Communications section created
an online storefront for the West Virginia Division of Forestry to sell tree seedlings. The online storefront
is active nine months out of the year, August through April. Since going live, the storefront has
generated sales of more than $27,000, which equates to approximately 120,000 seedlings. These sales
appear to be in addition to the traditional order methods of phone and mail.
Crystal Award
Entry Title: Ski The Valley
Organization: Tucker County Convention and Visitor's Bureau
Principal Agency: Stonewall
Summary: The Tucker County CVB and Stonewall Marketing deemed the seasonal SkiTheValley.com
microsite a success, garnering more than 6,000 unique visitors between November 2012 and February
2013. The Tucker County ski resorts experienced record numbers thanks to great weather and a
collaborative marketing effort between all parties. The microsite was awarded an AVA Digital Award for
design in early 2013.
Entry Title: We Recycle
Organization: Wood County Solid Waste Authority
Principal Agency: Stonewall
Summary: The Wood County Solid Waste Authority engaged Stonewall Marketing to build awareness of
the organization’s efforts to help residents understand the benefits of recycling. The primary audiences
were young adults/children. A website was launched in Sept. 2012. Word of mouth has played a large
role in generating over 25,500 hits; nearly 10,000 page views and over 1,000 site visits
(www.woodcountyrecycles.com). The first instructional video on how to dispose of paint was written/
produced by students.
Honorable Mention
Entry Title: WVSeniorCare.com
Organization: West Virginia Health Care Association
Summary: WVSeniorCare.com is the first website of its kind that explains health care options for West
Virginia seniors. This website consolidates senior care information, presents a simple description of the
health care options available, and provides links to websites with in-depth information. The website
features three categories: in-home services, health care facilities and communities, and pharmacies and
medical equipment. WVSeniorCare.com helps seniors and families make informed health care decisions
for themselves or their loved ones.
Entry Title: YWCA Website
Organization: The Charleston YWCA
Principal Agency: The Manahan Group
Summary: The Charleston YWCA hired The Manahan Group to redesign its website. The simple, clean
design provides easy navigation to all content areas. The home features quick access to desired content
with a rotating feature banner, news listings, events listings and the ability to donate to the YWCA. The
site was designed with a content management system so that YWCA can update content on any of the
pages within the site. A robust calendar and events management system was deployed to allow YWCA
the ability to offer online registration for events, online payments (where applicable) and full
management of RSVP's and reminders related to events.
Student
Entry Title: 100 Percent Team REL USA Website
Organization: Bethany College Chapter, PRSSA
Summary:100 Percent Team REL USA Website was developed and published to promote a local
Pittsburgh, Pennsylvania hip-hop artist REL. This website is integrated with all social media sites and web
links that REL is a member of, which allows for all of his fans to interact and learn more about his
character beyond being a musical artist. This website is to assist REL with promoting him, his songs, and
even his clothing line. The attributes for this website will be portraying documentary videos, interviews,
radio, social media interactions, promotions and advertising.
Entry Title: BBS Website
Organization: Bethany College Chapter, RSSA
Summary: This is a sports highlight website that will compile complete season highlight reels for the
sports teams at Bethany College. The main objective is to create and produce a program that establishes
a connection between the Bethany College campus and community. BBS website demand insight is for
specific sports highlight reels and the role of the brand is to improve and attract the quality of the
Bethany College athletic programs. Attributes will focus on highlight reels on Bethany College sports,
interviews, social media interaction, productions and advertising.
Entry Title: “Questions” Websites
Organization: River Valley Child Development Services
Principal Agency: Public Relations Campaign Management class, W. Page Pitt SJMC, Marshall University
Summary: As part of the “Questions” PR campaign to benefit River Valley Child Development Services
(RVCDS)—researched, planned, executed, and evaluated by students in the Public Relations Campaign
Management class in the W. Page Pitt School of Journalism and Mass Communications at Marshall
University—this website was designed by students and used to provide information, for event
registration, and to solicit sponsorships for the “Questions” campaign.